This campaign was created in 1990 – 22 years ago – when the World Wide Web didn’t yet exist, Margaret Thatcher was in her last year as Prime Minister.The point – that it was was innovative at the time and, more importantly, it’s still going stronger than ever.
It wasn’t an agency that came up with this idea.It wasn’t the charity.It was a group of the charity’s fundraisers. They invented the concept, they proved it had potential, and they suggested it to the charity.And this is clearly one of the reasons the campaign is such as success, because the concept had already been proven before it was marketed more widely.It’s to the charity’s credit that it listened to its supporters and went on to turn that idea into one of the most successful fundraising events around.
This low barrier to entry and simple proposition is one of the main reasons Coffee Morning is so successful.It’s a blank canvas that you can personalise in pretty much any way you want…Highest event was held in a jet fighter plane.Lowest event was held in a mine in Cornwall.Farthest event in Antarctica.… but it can also be very simple and easy.
Which is another key reason for it’s success. And another reason it’s the most widely aped events fundraising initiative in the sector.Schools, companies, community groups, firemen, mountaineers, cavers, jet fighter pilots – you name it – have all found the event appealing enough to get involved.
It’s a flagship event.It builds the brand and heightens awareness of the charity and it’s mission.Itinvolves people with the cause and the charity – and the nature of the event has synergy with the charity’s work.It’s ambitious.And it lives up to its own hype.It first broke the Guinness World Record in 1992 and last in 2003.
… and brand advocates.48% of the people that had registered to hold a coffee morning in 2010 registered to hold one again in 2011.Of all the 2011 registered coffee morning hosts (52,292):o 1890 took part in another event in 2011 as well and 139 of these took part in 2 or moreo 4287 also give a direct debitOf the hosts that took part in both 2010 and 2011:Over 50% raised more than they had in the previous year. This is also true of 2009/2010.And of the hosts that have taken part all three years, 25% have consistently raised more than the previous year. In 2 years of tough financial climate!
There aren’t many other fundraising events or campaigns that hold a candle to it for longevity
Macmillan has stuck at it. It’s a fantastic example to anyone else that wants to know how to create and develop a successful campaign.It made a firm commitment to this campaign and worked on it, year after year, for almost 22 years.That takes discipline, commitment and focus. And patience – because so many others expect to achieve this kind of success overnight.The charity piloted it first, then rolled it out the next year through its local committee relationships and grew it slowly from there.There are a huge number of copycat events, but none of them has been so successful because many of them expected to be an overnight success. But that’s not how it works. Coffee Morning has grown slowly and surely, building each year on the successes of the last.Macmillan deserves our respect and thanks for setting such a great example.
It acquires newsupportersOver 500,000 people have registered to host an event to date.Last year Coffee Morning attracted over 10,000 new hosts.And hosts have acquired several hundred thousand newsupporters interested in hearing from Macmillan again.
And developsexisting supporters48% of the people that registered in 2010 did so again in 2011.Of 52,292 hosts in 2011, 1,890 took part in another event.4,287 also set up a Direct Debit.
It’s got staying powerIt’s now in its 22nd year! Not many campaigns can match that.